There are several companies in the marketplace who offer a behavioral targeting product. It can be quite confusing as well as require a fair amount of diligence when trying to understand the nuances between each.

Before investing the time trying to determine the particulars of them all, it is good to have a list of important criteria in order to perform a proper evaluation. When evaluating the different products, we suggest looking at the following criteria:

Reach: Reach is obviously a significant factor for both origination and distribution. When selecting a partner, it is wise to look for a behavioral targeting program that has significant reach for both.

Transparency: With so many partners involved in making behavioral targeting work, it is good to make sure that the network is very transparent to make sure there are no surprises as to where the behavior is being originated as well as the sites where your ad could appear.

Robust Segmentation Capability : It is important to make sure that the behavioral targeting product you choose is able to work with you to customize a campaign that ensures your messaging gets in front of the car shoppers you want. Make sure that they have solid technology in place that is able to provide flexible segmentation capability.

Optimization Capability: It is important to ensure that the behavioral targeting company you chose to work with is committed to making your campaign work at all costs. This means that you should feel comfortable with the level of management your account will get in the way of management as well as understanding the levers that can be pulled in order to optimize performance.

Exclusive Automotive Focus: It is recommended that when searching for a behavioral targeting solution to select one that is exclusively focused within the automotive vertical. Some companies try to be every solution to every customer regardless of industry and as a result are unable to focus their attention to develop a very robust product within any industry.